Fashion chains Noni B and Rockmans have launched online in the US though dedicated e-commerce stores, and serve as the vanguard of owner Mosaic Brand’s international expansion.
Throughout the next 12 months, Mosaic Brands aims to launch more of its stable of brands, which also includes Millers, Rivers, Katies, Autograph, W.Lane, Crossroads, Beme and Ezibuy, into the US, UK and Canada.
The move was driven in part by the systemic shift toward online shopping seen across many parts of the world in the last 2 years, Mosaic chief executive Scott Evans said.
“When you look at the shopping behaviours of the over 50’s customer globally, it highlights how swiftly this demographic is moving to the online space,” Evans said.
“Early in the pandemic this trend gained even more ground when you look at what was happening in the heavily Covid-impacted US and UK retail sectors, where this customer accelerated to be the fastest growth segment in the online space.”
During FY21, Mosaic saw online sales jump 19 per cent to make up 19 of its total business.
US customers over the age of 65, according to data from NPD, spent 49 per cent more online than a year earlier between January and October 2020, making them the “natural” target for the digital expansion of Mosaic’s brands, Evans said.
“Mosaic is all about giving our customer everything she wants, where she wants it, when she wants it – now this also includes internationally,” Evans said.